2000 words work
Reet4
courseworksIdidlastterm.zipcourseworks I did last term/brief sixth story.docx
What do we need to do?
To rebrand Brit Food to create a refreshed image to portray a high level of professionalism, the company’s growth, being a British company and food export specialist providing customers and brands with an added value service.
What’s the background; what do we need to achieve?
Brit Food was established 16 years ago exporting British food products to the Middle East. After BF’s director had moved to Saudi Arabia, he moved his way up to become a buyer and began distribution. In the early days starting out with Safeway and doing consolidation for supermarkets, the company expanded to do exclusive distributions for household brand names such as Tyrell’s, Fox’s Biscuits, Dorset Cereal, Tiptree jams and so on.
The company has a solid reputation for being a specialist exporter to the Middle East and is known for being a Brand Builder in these regions. The company can be split into Retail distribution (branded products sold to distributors) and Food service distribution (this is 60% of the business and services distributors selling to restaurants, hotels, coffee shops). Brit Food’s own cheese brand is the number two seller in Saudi.
We need to achieve a rebrand (and eventually new website) that will portray the value added service we provide through a combination of export expertise and customer focused service. The new brand and website will need to support the company’s level of professionalism as we aim to grow and not be limited to the Middle East markets.
Who are we talking to; what are they like?
Customer groups
1.1 Food Service Distributors (hotels, restaurants, coffee shops, airlines)
1.2 Retail Distributors (trading companies, supermarkets, drug stores)
2.1 Suppliers Retail
2.2 Suppliers Food Service
What is the tone of voice?
Premium, exclusivity, quality of experience, service, loyalty, trust, long-term relationships, flexibility, open, honest, transparent, innovation, British, growth, potential.
We take responsibility for our work and the quality of advice we give
We are in it for the long-term, we build relationships which are more important that the profit of a quick sale
We never knowingly oversell
We are accessible, available and approachable to all our clients
We provide a personal service
We are experts in our field, knowledgeable and experienced and comply with standards and regulations
We are an ethical company
We care about quality of service but also the quality of our products
What has to be included; what has to be avoided?
Avoid any general connotations negatively associated with food (red, danger etc)
The Middle East market likes purple, green, gold, we can look into this further
Avoid anything with hearts and any potential associations with anything Israeli or kosher and anything alcoholic
Ensure clear, easy to read fonts are used as target audiences speak English but it is not the first language so don’t add any unnecessary barriers.
Where will the branding be used?
Stationery, A4 pocket folders, website, building signage, uniforms, vehicle livery, exhibition stands, social media, sales collateral, food packaging labels (cheese).
References
www.londonflavours.co.uk - clean, simple, premium branding, splash of colour
www.lulugroupinternational.com - competitor
www.freshmarketing.eu - competitor, world-wide, they convey their brand well http://www.squibyfoods.nl/ - competitor (bigger company)
http://gulfwest.com.sa – customer
Action
You will be expected to start research and show moodboards to identify styles that match the tone of voice and brand values for BF.
From here, you will create logo concepts and show your workings from sketches to designs on screen in black and white. Take the strongest concept and develop with colour pallets, typography and composition options. Show this on a mock up - cheese label or business card, it’s best to see how the logo works in application.
The final logo will need to be presented with a set of brand guidelines. The brand guideline should include as a minimum correct logo usage, typography for print and digital, logo use on images and different colour backgrounds, colour references and so on.
courseworks I did last term/Fashion Look book (1).pdf
LOOK BOOK FASHION Look book. You will be provided with assets to develop a look book to celebrate the work of various emerging fashion designers from BCU.
BIRMINGHAM CITY UNIVERSITY L5 GRAPHIC COMMUNICATION LIVE PROJECTS
Background Produce an engaging and experimental fashion look book to showcase the talents of up and coming fashion designers from BCU. Aim your editorial at the global extravaganza: London Fashion Week 2019. In order to work as a designer you will need to be confident at using software packages such as Adobe InDesign for editorial work. This project and your participation on software training will encourage you to advance your techniques in this area.
There are a variety of designs which you will need to categorize and order, considering the following: – Contents page – Pagination plan and grid systems – Pace and duration – Intro to each designer (chapter breaks) – End papers/or a device to show beginning and end of publication – Typographic hierarchy – Page furniture – Logo endorsements – Preparing document for print (bleed, mode, package contents) – Cropping images – How text and image relate – Image manipulation (duotone, half dot, layers, saturation) – Line length (text) and legibility – Typographic choices
Task Create a 16 page document 210mm x 210mm print this out and bind the work.
Useful links
https://www.lynda.com/Bridge-CS4-tutorials/ designing-a-magazine-layout-hands-on- workshop/46818-2.html
https://www.lynda.com/Bridge-tutorials/Creating- master-pages/46818/51560-4.html
https://www.lynda.com/Bridge-tutorials/ Designing-pull-quotes/46818/51590-4.html
https://www.lynda.com/Bridge-tutorials/ Preflighting/46818/51596-4.html
https://www.lynda.com/Bridge-tutorials/ Packaging/46818/51598-4.html
Type selection Grids and columns Margins Leading Kerning Tracking Drop cap Tabbing Adding rules Adding pages Step and repeat Character styles Paragraph styles Style sheets
Master sheets Linking text blocks Insert special character Folios Headers + Footers Line length Legibility CMYK versus RGB Bleed Resolution Importing images Altering image/text boxes Clear arrow tool Setting up for AW
Glyphs Type on a curve Type in circle Colour systems (kuler/ pantone) Alignment Clipping paths Layers Effects
Photographer: Alexander Batdepat Stylist: Lucy Hawksworth Designer: Elisha Hill-Wood
Extra Curricular (ssshhh!) Consider looking at this as a final year student would and go the extra mile. First of all complete brief one (assets provided 16 page 210 x 210 mm editorial and gain tutor feedback). Organise your own photoshoot with Fashion designers, friends or colleagues. Work in a team or 2 or 4 (this will save you time and cost).
1. Name generate and create a new fashion magazine 2. Art direct the shoot (plan ahead for this using story boards and mood boards) 3. Source your models 4. Source photographers (or photograph the work yourself) 5. Hire your own photo equipment at BCU (using SISO) 6. Hire the photographic studio at BCU (using SISO) 7. Curate and create the work (using guidance from previous brief) 8. You can consider new formats and scales for the outcome.
1. Printing the magazine professionally. 2. This will include sourcing the correct paper to enhance the work (look at samples from the paper library). 3. Consult with tutors and the paper library specialist in the school. 4. Source printers, discuss papers with the printer. 5. Produce the work.
Useful references for editorial design: https://www.creativebloq.com/inspiration/editorial-design-inspiration
Otl Aicher’s Isny by dn&co (https://dnco.com) This Is Me, Full Stop by Here Design http://www.heredesign.co.uk Circular 19 by Pentagram Charm, Belligerence & Perversity by GBH Mr B & Friends ‘Comfriendium’ 10 Year book http://vincefrost.com/work/ The last magazine /Zembla
http://vincefrost.com/work/ Zembla (top) The last magazine (above)
REFRESHER SECTION 2 Consider the following design principles and apply this to your work
1 Line
2. Shape
3. Direction
4. Size
5. Texture
6. Space
https://www.lynda.com/Illustrator-tutorials/ Design- principles/486814/517195-4.html
REFRESHER SECTION 1 Consider the following design principles and apply this to your work
1. Alignment
2. Hierarchy
3. Contrast
4. Repetition
5. Proximity
6. Balance
7. Colour
---------------------- Session 1 Weds 03rd Oct
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Session 2 Weds 10th Oct
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Session 3 Weds 17th Oct
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Session 4 Weds 24th Oct
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Session 5 Weds 31st Oct
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Session 6 Weds 07th Nov
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Session 7 Weds 14th Nov
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Session 8 Weds 21st Nov
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Session 9 Weds 28th Nov
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Session 10 Weds 28th Nov
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Session 11 Weds 5th Dec
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Session 12 Weds 12th Dec
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---------------------------- Session 1 Room P120 13:00- 14:00 14:00 - 15:00 ---------------------------- Session 2 Room P120 13:00- 14:00 14:00 - 15:00
---------------------------- Session 3 Room P120 13:00- 14:00 14:00 - 15:00
---------------------------- Session 4 Room P120 13:00- 14:00 14:00 - 15:00
---------------------------- Session 5 Room P120 13:00- 14:00 14:00 - 15:00
---------------------------- Session 6 Room P120 13:00- 14:00 14:00 - 15:00
---------------------------- Session 7 Room P120 13:00- 14:00 14:00 - 15:00
---------------------------- Session 8 Room P120 See timetable
---------------------------- Session 9 Room P120 13:00- 14:00 14:00 - 15:00
---------------------------- Session 10 Room P120 13:00- 14:00 14:00 - 15:00
---------------------------- Session 11 Room P120 13:00- 14:00 14:00 - 15:00
---------------------------- Session 12 Room P120 13:00- 14:00 14:00 - 15:00
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--------------------------------------------------------------------------------------------------------------- INDESIGN MAIN FEATURES (LIVE PROJECTS) Why and when Indesign is used Grids, columns, type flow, style sheets, folios, page furniture, hierarchy, navigation, document sizes, adding pages. ---------------------------------------------------------------------------------------------------------------
INDESIGN MAIN FEATURES (LIVE PROJECTS) Why and when Indesign is used Grids, columns, type flow, style sheets, folios, page furniture, hierarchy, navigation, document sizes, adding pages. ---------------------------------------------------------------------------------------------------------------
ADVANCED TYPOGRAPHY (LIVE PROJECTS) Advanced typography, kerning, spacing, glyphs, type pairs, line length, legibility baseline grid, leading not on default ---------------------------------------------------------------------------------------------------------------
ADVANCED TYPOGRAPHY (LIVE PROJECTS) Advanced typography, kerning, spacing, glyphs, type pairs, line length, legibility, baseline grid, leading not on default --------------------------------------------------------------------------------------------------------------- EXPANDING THE ASSETS (LIVE PROJECTS) Image manipulation, crop, saturation, effects, duotone, dot gain, bleed, colour
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EXPANDING THE ASSETS (LIVE PROJECTS) Image manipulation, crop, saturation, effects, duotone, dot gain, bleed, colour
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SPECIAL FEATURES (LIVE PROJECTS) Special features, alter text box, type on curve, edit and repeat, rules, shortcuts
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SPECIAL FEATURES (LIVE PROJECTS) Special features, alter text box, type on curve, edit and repeat, rules, shortcuts
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PREPARING FOR PRINT (LIVE PROJECTS) Package AW files for print, correct file naming, resolution, Q&A
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ASSESSMENT PDF PREPARATION (CONTEXT) Prepare Indesign template for L5 projects with intro text, headers, footers
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ASSESSMENT PDF PREPARATION (CONTEXT) Prepare Indesign template for L5 projects with intro text, headers, footers
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ASSESSMENT PDF PREPARATION (CONTEXT) - All groups Prepare Indesign template for L5 projects with intro text, headers, footers
Session 1&2: Indesign main features: https://www.lynda.com/InDesign-tutorials/InDesign-CC-Designing-Magazine-Layout/674590-2.html Session 3: Advanced typography 1: https://www.lynda.com/InDesign-tutorials/Welcome/463444/502133-4.html Session 4: Advanced typography 2: https://www.lynda.com/InDesign-tutorials/InDesign-Typography-Part-2-Revision-2016/463445-2.html Session 5&6: Expanding the assets: https://www.lynda.com/Photoshop-tutorials/Photoshop-Advanced-Adjustment-Layer-Blend-Modes/743189-2. html Session 7&8: Advanced Indesign: https://www.lynda.com/InDesign-tutorials/Introduction/575947/616564-4.html Session 9: Preflight and print prep: https://www.lynda.com/InDesign-tutorials/Welcome/155937/362039-4.
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BASIC Core principles Core typography Typographic hierarchy Grid stsyems Image resolution Correct modes for print Lorem ipsum text throughout Set format (210 x 210mm)
INTERMEDIATE
Core principles Core typography Typographic hierarchy Grid stsyems Image resolution Correct modes for print Typographic detail Advanced layout (experimental) Selected text for each page New formats
ADVANCED Core principles Core typography Typographic hierarchy Grid stsyems Image resolution Correct modes for print Typographic detail Advanced layout (experimental) Professional text New formats Advanced layout (experimental) New format
Create own content Photoshoot Write all text Test new paper Test new binding No default settings Original content Em and En dashes
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